Corporate ID (business cards, letterhead, etc.)

Below are examples of our UF Health corporate identity, including business cards and other materials. UF Health Publication Services (352-733-0004) manages ordering official UF Health corporate identity materials. Please call that group to place your order and to ask questions.

Corporate identity standards and guidelines will ensure our products accurately reflect our UF Health brand, a brand that has valuable equity in the marketplace. We gain consumer and patient trust, as well as maintain our credibility, when our corporate ID materials are consistent and professional.

Corporate ID includes:

Business cards

Letterhead

Envelopes

Notecards and envelopes

Patient information and appointment cards

PUTTING OUR PATIENTS FIRST

We must communicate as clearly as possible to our patients who we are, what we do and where we work/treat them. We do not want to overwhelm them with information that could be confusing. Keeping this philosophy in mind will help us address difficult corporate identity questions as they arise. However, we must also strike a balance with what is legally required on our corporate identity materials. At times, what’s legally required and what makes the most sense to our patients clash, which makes landing on a final decision elusive. In these cases, our legal counselors and marketing experts will work together to find the best possible solution.

NAMING GUIDELINES

For all corporate ID materials, follow the approved naming convention for all entities, sites, facilities and programs as shown on the UF Health Creative Services site. Department or units listed on corporate ID materials should reflect a name that is most commonly used and understood by patients. Individual departments must strive for patient-centered consistency when listing department or unit names on corporate ID materials. Department heads and managers should ensure that employees in their respective areas use consistent naming conventions—including department names and titles—on all materials. UF Health Publication Services maintains an approved list of department and unit names. Department or unit names should be spelled out in full rather than abbreviated. Parenthetical abbreviations may be used following the full reference. Note that the font size may need to be adjusted (made smaller) to accommodate an extensive amount of characters.

BUSINESS CARDS

UF Health business cards need to reflect the employee’s employer relationship. A UF Health and a University of Florida business card may be required depending on the audience. In general:

Use a UF Health business card when patient care and clinical care is the focus of the relationship AND/OR you are employed by a UF Health entity. If you are employed by a UF entity, you may use a UF Health business card if you serve in a direct patient care capacity. When applicable, the information on this card should reflect clinical titles or specialty as appropriate, as these will resonate more strongly with patients and emphasize our approach to patient-centered care.

Use a UF Health business card for core service employees who are employed by a UF Health entity.

Use a UF business card when the content/relationship involves research or education. Note: This option should only be used by individuals who are actually employed by UF. Individuals employed by UF Health Shands or UF Health Jacksonville should not use a UF business card, given they are not formally employed by UF. When possible, reserve listing the names of actual colleges (e.g. College of Medicine, College of Pharmacy, etc.) for UF business cards, given that those colleges reflect the academic side of our mission rather than our patient care mission, and this could confuse our patients.

A double-sided business card adhering to the UF Health corporate identity standards on one side and the UF corporate identity standards on the other is acceptable when needing to convey separate roles and employment status.

UF Health business cards can accommodate a maximum of 12 lines of text and must use our standard fonts, character and line spacing, and colors. Only the items highlighted in red below are required on your UF Health business card. You may use the remaining lines of text in ways that best serve your patients or needs as per the criteria listed above.

The general hierarchy of UF Health business card information should follow this format:

Descriptor information (the upper-left group of information)

Name, credentials

Academic or clinical title, and (if appropriate) license number(s). License numbers should not be listed on business cards unless required by law. License numbers required by law must be listed on the business card as a single line beside the individual’s title. Licensed providers do not need the word “licensed” in the title unless required by law or it is part of their official title.

Department or facility (if necessary)

Official name of employing entity. The main question to ask when deciding which entity name should be used on the business card is, “Who is the employee employed by?” This is asked on the corporate ID order form and should be answered and approved by the faculty or staff member’s supervisor. This will ensure that the appropriate legal entity (employer) name is listed on the card. There could be potential legal ramifications if the correct employer is not identified. The employing entity will be one of only three possibilities:

UF Health Shands

UF Health Jacksonville

University of Florida

Contact information (the lower-left group of information)

Primary contact phone number(s). Examples of phone numbers are:

Main office, direct extension, indicated by (O)

Fax, indicated by (F)

Cell/mobile, indicated by (C)

Pager

Toll free

Special patient

Official email address. This will always be bold.

URL/Web address. Web addresses should be in bold. The default URL for UF Health business cards is UFHealth.org. Exceptions may be made when your primary customers would access Web content at a different URL, but exceptions will only be granted when a compelling business case is presented to warrant that customers can only access that content someplace other than UFHealth.org. UF Health URLs should follow this format:

UFHealth.org

UFHealth.org/xxxx

Xxxxx.UFHealth.orgorg

Primary address. Physical address or P.O. box is acceptable.

If you use all 12 lines of text on your business card and find that you have more information to convey (such as multiple practice locations), you may use a patient information or appointment card discussed below.

Additionally, your lines of text cannot impede on the UF Health logo.

INTEGRATED DEPARTMENTS

Below are integrated departments and should use the following names for corporate ID purposes:

Use this type of card when you need to convey patient care information (such as services offered at a particular location) that falls outside of the business card guidelines but you wish to maintain the business card size (single, double-sided or fold-over options). Note: These cards still will maintain the look and feel of the UF Health brand. These cards may contain UF Health social media links and social media icons. Independent, contracted individuals employed by a third party are not eligible for a UF Health business card, but they may use one of these cards. Additionally, adding third party business logos to our corporate ID materials is prohibited.

These are examplesof multi-functional cards:

Appointment information, when it appears on the back side of a card, must follow either of the options below:

LETTERHEAD AND ENVELOPES

UF Health letterhead should, in general, contain the facility/entity/main location name above the line, and the department/division/unit/program (listed in that formal hierarchy) name below the line, unless you belong to one of the four aforementioned integrated departments. Envelopes should list facility/entity/main location name first, then department/unit/division/program information next in the return address area. The same should apply to envelopes.

When overarching programs and/or centers encompass multiple facilities, the name of the program/center may occupy the space above the line and the department/unit will be placed under the line.

Personalized letterhead is not allowed, except for senior leaders when necessary. An employee’s signature on standard letterhead is the best way to personalize letterhead.

Our goal is to maintain a consistent look and feel with letterhead/envelopes. If you’re using color letterhead, then use color envelopes. Please use only color materials printed through Publication Services, as they can ensure that the colors are correct. Printing color letterhead from your color printer is not recommended, as this will distort the formal UF Health colors. If using b/w letterhead, then use b/w envelopes. However, we recommend using b/w only for exceptionally large volumes of correspondence (and only if it’s cost-prohibitive to use color).

Optional interior printing

Folders (white and blue versions)

Each has an embossed logo on the front and a place to hold a business card and USB drive on an interior pocket.

Notecard

Please contact UF Health Publication Services at 352-733-0004 for order information. The order number for this item is currently PS 117587.

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